ANALYSIS OF NATIVE ADVERTISINGS IN THE CONTEXT OF BRAND ATTITUDE

Yıl 2020, Cilt: 11 Sayı: 27, 514 - 526, 10.06.2020

Mevlüt Sedat Dönmez

https://doi.org/10.21076/vizyoner.649888

Cited By: 1

Öz

Native advertising, which is defined as a form of communication that implicitly transmits advertising messages to consumers by overlapping with the content in which they are published, is considered as an effective means of reaching consumers who have closed themselves to promotional messages. Nowadays, natural advertisements, which are evaluated within the framework of internet advertising, are considered as an effective means of reaching consumers, especially those who have closed themselves to promotional messages. In addition, it is assumed that natural advertising practices can create a positive attitude towards the brand. Based on this assumption, consumers' evaluations of natural advertising and their reflection on brand attitude are questioned by Haribo brand, which publishes natural advertisements on Onedio website. In this respect, the differences between the descriptive variables are also examined within the scope of the study, which collects data with face-to-face survey technique with 510 people in Isparta. According to the results of the research, while it is seen that native advertising has a role in creating a positive brand attitude; it is found that there are differences both in the evaluation of native advertising and brand attitude in terms of descriptive variables. 

Anahtar Kelimeler

Native Advertising, Brand Attitude, Advertising, Brand

DOĞAL REKLAMLARIN MARKA TUTUMU BAĞLAMINDA İRDELENMESİ

Öz

Yayınlandıkları içerikle örtüşerek tüketicilere reklam mesajlarını üstü kapalı bir biçimde aktaran iletişim biçimi, doğal reklam olarak tanımlanmaktadır. Günümüzde internet reklamcılığı çerçevesinde değerlendirilen doğal reklamlar, özellikle kendisini tanıtım mesajlarına kapatan tüketicilere ulaşmada etkin bir araç olarak düşünülmektedir. Bunun yanı sıra doğal reklam uygulamalarının markaya yönelik olumlu bir tutum oluşturabildiği varsayılmaktadır. Söz konusu varsayımdan yola çıkan bu araştırma kapsamında tüketicilerin doğal reklama yönelik değerlendirmeleri ve bunun marka tutumuna yansıması Onedio sitesinde doğal reklam yayımlayan Haribo markası özelinde sorgulanmıştır. Bu doğrultuda Isparta ilinde 510 kişiyle yüz yüze anket tekniği ile veri toplanan araştırma kapsamında ayrıca tanımlayıcı değişkenler arasındaki farklılıklar irdelenmiştir. Araştırma sonuçlarına göre doğal reklamın marka tutumu oluşturmak açısından olumlu bir rolü olduğu görülürken, tanımlayıcı değişkenler özelinde hem doğal reklamın değerlendirilmesi hem de marka tutumu açısından farklılıkların meydana geldiği bulgusuna erişilmiştir.

Anahtar Kelimeler

Doğal Reklam, Marka Tutumu, Reklam, Marka

Kaynakça

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